Apple today invited media to a keynote kicking off its annual Worldwide Developers Conference. The keynote will be held at 10:00 am on Monday June 11 at Moscone West.

Apple didn’t say who would give the keynote address, but typically its the company’s CEO that does the honor. It wouldn’t be unheard of for Tim Cook to invite other Apple employees on stage to give demos of new Apple products and explain Apple’s direction in the coming year.

Due to the ever-increasing volume of rumor, expectations are outlandishly high for Apple’s performance this year. Thus, average onlookers are generally divided into camps of the grossly underwhelmed, or the derisory decriers of progress. There are, of course, many people with measured, intelligent responses to Apple’s announcements — both hardware and software — but their numbers are increasingly being excessively outweighed by the collectively negative voice of others.

For the keynote this year, I intend to surround myself with similar-minded people in the immediate vicinity of Moscone West. Over coffee and breakfast, I’d honestly enjoy some metered and intelligent discussion regarding the announcements — certainly not the expected swathes of speculation and negativity that we’re all accustomed to.

Having said that, I’m honestly fascinated by the prospect of this year’s WWDC. As many have highlighted, iOS and OS X have achieved much of what they were both designed to achieve from the outset. Accordingly, as the current industry leader, Apple is confronted with a unique and unparalleled moment in which it can utterly define the shape of development, software, and computing for the coming year. With the “low-hanging fruit” taken care of, Apple is blessed with an opportunity to do something new and interesting with its software.

Therein lies the reason for such rampant speculation and, similarly, the reason for my distaste with the current state of rumors. The keynote this year is, at the end of the day, steeped within the bounds of the unknown. For the first time in several years, it’s become rather difficult to predict what it is, precisely, that Apple intends to announce. Rather than set my expectations unrealistically high, I choose to excitedly await something new, different, and novel. I choose not to embrace misperceived self-entitlement toward a company and its products, and I wait patiently — even thankfully — for the coming changes and improvements to my computing experience.

For all of this, I simply wish to highlight the distinction between the intelligent consideration of Apple’s prospective announcements, and the ill-informed, reported-as-factual, nature of many media outlets. It’s fun and constructive to ponder the future, but basing such speculation upon the faulty grounds of rumor and disjointed media information is certainly flawed.

If you’d like to meet up in San Francisco, I’ll be publishing more information concerning my timeframe and whereabouts in the coming weeks. In the meantime, please do not hesitate to get in touch via email or Twitter to set something up.